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ASSIGNMENT BRIEF

QUALIFICATION UNIT NUMBER AND TITLE


PEARSON BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF) 02. MARKETING ESSENTIALS (LEVEL 4)
INTERNAL VERIFIER UNIT TUTOR
MARIAM QASIM HINA AMJAD
DATE ISSUED SUBMISSION DATE RESUBMISSION DATE
MONDAY, 22 APRIL 2019
ND WEDNESDAY, 22 MAY 2019
ND THURSDAY, 30TH MAY 2019

ASSIGNMENT TITLE APPLIED MARKETING

LEARNING OUTCOME AND ASSESSMENT CRITERIA


PASS MERIT DISTINCTION
LO1 EXPLAIN THE ROLE OF MARKETING AND HOW IT INTERRELATES WITH OTHER FUNCTIONAL UNITS OF
AN ORGANISATION
M1 ANALYSE THE ROLES AND RESPONSIBILITIES D1 CRITICALLY ANALYSE AND EVALUATE THE KEY
P1 EXPLAIN THE KEY ROLES AND RESPONSIBILITIES
OF MARKETING IN THE CONTEXT OF THE ELEMENTS OF THE MARKETING FUNCTION AND
OF THE MARKETING FUNCTION.
MARKETING ENVIRONMENT. HOW THEY INTERRELATE WITH OTHER FUNCTIONAL
P2 EXPLAIN HOW ROLES AND RESPONSIBILITIES OF UNITS OF AN ORGANISATION.
M2 ANALYSE THE SIGNIFICANCE OF
MARKETING RELATE TO THE WIDER
INTERRELATIONSHIPS BETWEEN MARKETING AND
ORGANISATIONAL CONTEXT.
OTHER FUNCTIONAL UNITS OF AN ORGANISATION.
LO2 COMPARE WAYS IN WHICH ORGANISATIONS USE ELEMENTS OF THE MARKETING MIX (7PS) TO
ACHIEVE OVERALL BUSINESS OBJECTIVES
P3 COMPARE THE WAYS IN WHICH DIFFERENT LO2 & 3
M3 EVALUATE DIFFERENT TACTICS APPLIED BY
ORGANISATIONS APPLY THE MARKETING MIX TO
ORGANISATIONS TO DEMONSTRATE HOW
D2 DESIGN A STRATEGIC MARKETING PLAN THAT
THE MARKETING PLANNING PROCESS TO ACHIEVE TACTICALLY APPLIES THE USE OF THE 7PS TO
BUSINESS OBJECTIVES CAN BE ACHIEVED.
BUSINESS OBJECTIVES. ACHIEVE OVERALL MARKETING OBJECTIVES.
LO3 DEVELOP AND EVALUATE A BASIC MARKETING PLAN
P4 PRODUCE AND EVALUATE A BASIC MARKETING M4 PRODUCE A DETAILED, COHERENT EVIDENCE-
PLAN FOR AN ORGANISATION. BASED MARKETING PLAN FOR AN ORGANISATION.

SUBMISSION FORMAT
THE SUBMISSION IS IN THE FORM OF A 10-MINUTE INDIVIDUAL POWERPOINT PRESENTATION AND 5 MINUTES ALLOCATED FOR QUESTIONS; PRESENTATION
EVALUATION; A REPORT; AN ESSAY; AND A MARKETING PLAN.

THE ESSAY AND REPORT SHOULD BE WRITTEN IN A CONCISE, FORMAL BUSINESS STYLE USING SINGLE SPACING AND FONT STYLE CALIBRI AND SIZE 11. YOU ARE
REQUIRED TO MAKE USE OF HEADINGS, PARAGRAPHS AND SUBSECTIONS AS APPROPRIATE, AND ALL WORK MUST BE SUPPORTED WITH RESEARCH AND
REFERENCED USING THE HARVARD REFERENCING SYSTEM. PLEASE ALSO PROVIDE A BIBLIOGRAPHY USING THE HARVARD REFERENCING SYSTEM. THE
RECOMMENDED WORD LIMIT IS SPECIFIED.

THE PRESENTATION SLIDES (AT LEAST 5 SLIDES) FOR THE FINDINGS SHOULD BE SUBMITTED WITH SPEAKER NOTES AS ONE COPY. YOU ARE REQUIRED TO MAKE
EFFECTIVE USE OF POWERPOINT HEADINGS, BULLET POINTS AND SUBSECTIONS AS APPROPRIATE. YOUR RESEARCH SHOULD BE REFERENCED USING THE
HARVARD REFERENCING SYSTEM. THE RECOMMENDED WORD LIMIT IS SPECIFIED. PROVIDE ‘PRESENTATION EVALUATION’ AFTER PRESENTING THE WORK TO
DOCUMENT YOUR EXPERIENCE, QUESTIONING SESSION AND TEACHER’S FEEDBACK OF THE PRESENTATION.

A MARKETING PLAN TEMPLATE WILL BE PROVIDED, BUT IT IS NOT MANDATORY TO USE THIS.
ASSIGNMENT SCENARIO AND GUIDANCE
SCENARIO

Apple may go head to head with other manufacturers like Samsung to gain consumer attention, but Apple has never had a
race-to-the-bottom price war. They don’t try to compete on price, and they don’t have to. Steve Jobs and his team excelled at
manufacturing and marketing consumer products that consumers love. Apple’s marketing is so effective, in fact, that it has
become a benchmark for other companies who want to achieve the same global popularity, revenue growth and staying in
power. Regardless of the industry, product or service, there are a few things to be learned from Apple’s marketing.

Research the contemporary business environment in Pakistan. Select an organisation to study their marketing structure and
operations. You will work as a marketing/brand consultant for that organisation and help them improve their marketing
function.
TASK 1 - (LO1) - GUIDANCE
You are to produce a report for the marketing department of your chosen organisation, explaining the concept of marketing, its
current and future trends, the roles and responsibilities of the marketing manager and staff, the different marketing processes,
and marketing role within an organisation. Further to this, you will also explain how marketing relates to the other functions of
any organisation; the inputs it receives and varying outputs it delivers to support the diverse functions. Analyse all these
explained aspects in context of your chosen organisation, specifically highlighting its value and importance to the achievement
of organisational goals and objectives. Thus, emphasize and elaborate how marketing affects and is affected by the other
departments in this organisation, hence the significance of having effective interrelationships between different functional
departments.

Support your report with a PowerPoint presentation delivered to a panel consisting of managers of all functional departments.
Critically evaluate the key elements of the marketing function and how actively marketing department interrelates to the other
functional units of the organisation, highlighting possible deficiencies and suggesting realistic improvements.
TASK 2 - (LO2 AND LO3) - GUIDANCE
Study the competition of the given organisation, and select a major competitor on the basis of your research. Justify the choice
of your chosen organisation in an essay. Draw out the marketing mix (7Ps) for both organisations. Explain how the marketing
mix and marketing process is used to achieve business objectives, relating to the two chosen organisations. Evaluate the
different tactics applied within the 7Ps by these organisations to achieve business objectives. Highlight the salient differences
and their subsequent competitive advantage, if any, to the success of the organisations. This research will inform your
situational analysis and enable you to formulate marketing goals and objectives for your organisation based on the comparative
findings. Make realistic recommendations for improvements in the marketing mix.

Produce a detailed marketing plan to meet marketing goals and objectives, keeping in view the earlier recommendations.
Explain the importance and value of a marketing plan for the success of any organisation; contextualise with reference to your
chosen organisation and evaluate the marketing plan you have developed. Ensure the plan is evidence-based and includes all
the 7Ps, with a scheme for monitoring and evaluating progress and meeting organisational goals and objectives.

EVIDENCE CHECKLIST SUMMARY OF EVIDENCE REQUIRED BY STUDENT


TASK 1 Presentation with speaker notes (1000 words). Presentation Evaluation (500 words). Report (1500)
TASK 2 Essay (1500 words) and Marketing Plan

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